Chinese New Year is a time of celebration and Scoot, the low-cost subsidiary of Singapore Airlines (SIA), wanted to share its festive greetings in a way that would resonate deeply with audiences.
Partnering with SPH Media, it transformed the duilian — traditional Chinese New Year couplets — into a compelling brand experience, reinforcing Scoot’s brand identity while embracing cultural tradition.
An integrated approach to engagement
SPH Media’s in-house content marketing unit, Content Lab, developed a creative execution centered around duilian with a modern twist. These couplets blended classic festive blessings with playful wordplay, kicking off the celebrations for 2025.
The messages on the couplets, “酷遍东西福满满” and“航通南北喜洋洋”, which translate to “Soar on blessings from East to West” and “Land with happiness from North to South” complement each other and take their cue from the airline’s travel heritage. The couplets also seamlessly incorporated Scoot’s Chinese name (酷航) as the first character on each scroll.
More than just a campaign, this was a storytelling experience designed to bring cultural celebration to life in an engaging and memorable way.
Maximising audience reach across multiple platforms
Strategically leveraging SPH Media’s extensive reach across its print, digital and social ecosystem to maximise the campaign’s impact, Scoot’s festive greetings reached a wide, engaged audience.
The couplets were prominently featured across SPH Media’s print, digital, and social platforms in the lead-up to Chinese New Year. These include high-visibility placements on straitstimes.com and zaobao.sg on 27-28 January, and two-page cover wraps in the print editions of The Straits Times and Lianhe Zaobao on 28 January.
To further amplify engagement, Scoot shared the greetings across its social media channels, in collaborative posts with The Straits Times and Lianhe Zaobao, garnering significant interaction with our audiences.
Additionally, the versatility of the SPH Media-developed campaign enabled Scoot to extend its reach across multiple touchpoints, including WhatsApp stickers and social media campaigns in China, further enhancing audience engagement and interaction.
By blending cultural tradition with modern brand storytelling, Scoot reinforced its connection with travellers while spreading festive cheer.
Kuek Yu Chuang, Deputy Chief Executive Officer, SPH Media, said: “We are thrilled to collaborate with an innovative partner such as Scoot to explore creative and impactful solutions to engage our audience. This partnership has allowed us to deliver an integrated solution that harnessed SPH Media’s creative expertise and extensive network to bring Scoot’s festive message to life effectively.”
Agatha Yap, Director, Marketing, Communications & Loyalty, Scoot, said: "We are delighted to work with SPH Media on blending tradition and innovation with a travel-inspired twist, allowing us to bring festive joy across the community and digital spaces locally and around the region. Together, we’ve started 2025 in a meaningful and memorable way."
Contact us if you are interested in exploring these ad formats.
Thanks for your interest! Please leave your details below and we will get in touch with you soon.
Fields marked with * are mandatory.
